I will make you
great at sponsorship!

Sponsorship is amazing, but is your sponsorship program as amazing as it could be? If not, you’re in the right place. I’m Kim Skildum-Reid, a corporate sponsorship strategist, trainer, keynote speaker, author, and sponsorship systems designer, and my laser focus is making you and your organisation great at sponsorship.

This website is overflowing with resources for industry pros. And when you’re ready to make big changes in your results, you’ll also find lots of information on all the ways I can help you get maximum results from this amazing medium.

The Limitations of Data-Driven Marketing and Sponsorship

Data is a huge thing in marketing. From big data forecasting to person-level customer journeys, attribution models to unified marketing measurement, conversation volume to sentiment ratio, marketing has never been so thoroughly analysed. And that’s mostly a great thing. Unless it comes at the expense of empathy, creativity, and out-of-the-box… Read More


New Podcast: For the Love of Sponsorship

A couple of months ago, I sat down for an interview about sponsorship with charming Irishman, Stephen Bradshaw, from the fantastic podcast, What Makes You Tick? We covered LOTS of ground on sponsorship: Changes in the sponsorship landscape, technology and sponsorship, data-driven marketing, strategy tips, advice for newcomers, and much… Read More


Sponsorship Selection for Smart Sponsors

Sponsorship is a lot of work. Getting a sponsorship from go-ahead to delivering measurable results against your objectives requires effort, creativity, money, buy-in, and teamwork, and all of this is happening while the clock is ticking toward the end of the contract. For a good sponsorship, the results are 100%… Read More


Do You Need a Sponsorship Expert for Your Podcast?

Over the years, I’ve been on a lot of podcasts talking about sponsorship. I’ve been on podcasts for brand marketers and rightsholders; podcasts for CMOs, festival organisers, fundraisers, sports, the arts, local government, filmmakers, and more. It’s fun, I love doing them, and I want to do more! (I wish… Read More


What Is the Real Driver for Sponsorship Leverage?

I talk a lot about sponsorship leverage, but it’s so critically important to sponsorship results that it warrants a lot of attention. Leverage is what a sponsor does with a sponsorship to turn the opportunity they’ve got into the results against objectives they need. And while leverage is a sponsor’s… Read More


Rightsholders’ Guide to Using AI for Sponsorship

“Can I use artificial intelligence to write my sponsorship proposals?” I’m hearing this question a lot. And the answer is that you CAN use AI to write a proposal, but it’s not going to be good. But while I’m not a fan of trying to use AI to write entire… Read More


“But Sponsorship Leverage Costs Money!”

For years, I’ve had the same protest at sponsor workshops. I go through the benefits of sponsorship leverage and a bunch of case studies, and the creative juices are flowing. Then someone either complains that leverage is all well and good, but it costs money, or asks me how they… Read More


The Sponsorship Consistency Conundrum for CMOs

You’re the Chief Marketing Officer of a large multinational, or a Group Marketing Manager, overseeing multiple major brands. Whatever your title, you’re a senior executive looking at millions of dollars being invested in corporate sponsorship across your company, and you know there are problems. Some of the decisions appear to… Read More


Why You Should Never Use a Scorecard to Assess Sponsorships

If you read this blog with any frequency, it won’t come as any surprise that I have a few sponsorship-related pet peeves. One of my biggest issues on the sponsor side is using scorecards to assess sponsorship opportunities. The scorecard process generally looks something like this. You’ve got a scorecard… Read More


Why Associations Suck at Sponsorship, and How to Fix It

My normal approach is to write blogs and other materials that are centred on the various skills, strategies, and pitfalls around sponsorship – things that are shared across categories of rightsholders or sponsors. It’s not very often that I take aim at one category of business, but I’m making the… Read More